THIS IS MY BRAND

I wear The House of Langston every single day.

No misses. Dressed up or down, the lion speaks before I do.

From Charleston to NYC

At TSA, someone asked about my belt.
In line at the gate, an older French woman complimented the logo.
Different ages. Different backgrounds.
But all drawn to the same energy.

That’s when I realized:

If I wear it every day, I get 365 chances to tell my story.
365 chances to affirm my dream.
365 chances to inspire someone else to chase theirs.

So I created a pledge—
Not for a weapon.
But for a dream.

I thought about my brother-in-law—a Marine.
Then that moment from *Full Metal Jacket* hit me. "Private Pyle" reciting

"The Rifleman's Creed"...

“This is my rifle. There are many like it, but this one is mine…”

That pledge changed his life forever.

So I flipped it.
Not to protect a weapon, but to protect a dream.

This brand doesn’t represent a generation—it represents a *mindset.*

“THIS IS MY BRAND.”

This is my brand.
There are many like it, but this one is mine.

I wear it every day—no misses.
Dressed up or down, I move with mission.

From TSA to taxis, from terminals to tables—
My logo speaks before I do, and opens doors I never asked for.

The lion is loud.
The name raises eyebrows.
The presence starts conversations.

365 chances a year to tell my story.
365 moments to protect my dream.

My brand doesn’t represent a generation.
It represents a *mindset.*

I am a Dream Merchant.
I sell vision at full price.
I move different because I believe different.

Without me, my brand is just ink and cloth.
Without it, I’m playing small with something meant to be colossal.

I am not hoping to win.
I am *walking in* the win.

I built this.
I believe in this.
I am this.

THIS IS MY BRAND.
NOW THAT’S LANGSTON.

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*Written from the heart.
Built for Dream Merchants everywhere.

—Herman Rice
Co-Owner, The House of Langston

→ Walk In the Mindset